مهارة القائم بالعلاقات العامة على الواب 2.0 في إدارة السمعة الإلكترونية للمؤسسات

Abstract EN

This study seeks to attempt to assess and monitor the skills of the public relations officer on zeb 2.

0 in managing the electronic reputation of institutions, through a theoretical analytical and descriptive vision based on the idea that the technical and professional development in communication technology was reflected in the relationship of the institution with the environment in which it operates and market, so it was necessary to dealing with this relationship with through the so-called « SEO » to face the challenges and complexities in the digital environment that would affect the reputation of the institution, and there is no doubt that the second-generation tools of WAP 2.

0 have had great impacts on the jop of the public relations officer and these effects were not limited to the ways its communication with the public not only, but also extended to the function of managing the reputation of the institution via the internet, where it became necessary for the public relations specialist to change his style of thinking, priorities and communication methods and make them match with the new algorithm for communication, so that he can transform the organization into a two-way communication and interaction force that guarantees its survival and continuity in the shadow of changes of the era that are characterized by rapid and continuous development.